PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan di Salon Mobil M2CW Karanganyar)

Abstract

Car Salon M2CW Karanganyar in an effort to increase customer loyalty strive to
provide optimal service quality to customers. The purpose of this study was to analyze
the significance of the effect of service quality and corporate image on customer
satisfaction in Salon Car M2CW Karanganyar, analyze the significance of the influence
of service quality, corporate image and customer satisfaction to customer loyalty in
Salon Car M2CW Karanganyar, analyze the significance of the impact of service quality
and corporate image of the customer loyalty mediated by customer satisfaction in
Karanganyar M2CW Car Salon. This study used survey methods, the type of data used
quantitative and qualitative data, the data source used primary data and secondary data.
The population in this study customers who use the services of the Car Salon M2CW
Karanganyar, the sampling technique used purposive sampling technique, with a sample
size of 100 respondents. Data collection methods are used: questionnaires and
documentation. Data analysis technique used to test the validity, reliability test, classic
assumption test, and path analysis. In conclusion that: there was a significant effect of
service quality on customer satisfaction in customer Car Salon M2CW Karanganyar, no
significant influence of corporate image on customer satisfaction in customer Car Salon
M2CW Karanganyar, no significant effect of service quality on customer loyalty in the
customer Salon car M2CW Karanganyar, no significant influence of corporate image on
customer loyalty in customers car Salon M2CW Karanganyar, no significant effect of
customer satisfaction on customer loyalty in customers car Salon M2CW Karanganyar,
customer satisfaction mediates the impact of service quality on customer loyalty,
customer satisfaction mediates the influence corporate image on customer loyalty.
Keywords: quality of service, corporate image, customer satisfaction, customer loyalty.